Denny Olson of the Michigan Association of Timbermen (left) and Mayor Terry Tarsi of Iron River speak at the harvest ceremony for the Michigan Capitol Christmas on Wednesday. The 68-foot-tall blue spruce, donated by Jonny and Barbara Waara, is scheduled to arrive in Lansing on Saturday. (AP Photo | Nikki Younk The Daily News)

GRAND RAPIDS, MI – It's Christmas time again in Grand Rapids, at least on the radio.

In West Michigan, Star 105.7 today made the switch to all holiday music, all the time, for the next seven weeks, featuring such songs this morning as Dianne Warwick singing, "It's Beginning to Look a Lot Like Christmas."

Never mind that Star 105.7's Christmas-themed website also proclaims Christmas is 46 days away.

At 10 a.m., The River 100.5 followed suit, ending with Michael W. Smith's "Place in the World" just before the top of the hour, followed by Wham! singing "Last Christmas" just after 10 a.m.

It's the most wonderful time of the year if you enjoy holiday music. If you don't, there are plenty more stations to choose from.

"There's just an incredible demand for Christmas music," said Tom Cook, brand manager for The River and for Channel 95-7, both owned by Townsquare Media Grand Rapids.

"The first 'when will you start Christmas music?' question came a little late this year - October 16," Cook said. "I say that with a laugh because October 16 really is late for fans of Christmas music.

Program directors from coast to coast are well aware it's a love-hate relationship with their listeners with songs when "I'm Dreaming of a White Christmas" begins playing barely a week after Halloween and three weeks before Thanksgiving.

In Milwaukee, radio station WZTI-AM (1290) switched to an all-Christmas format this year at noon on Halloween.

"We take several things into account when deciding on a time to begin Christmas music, including what the forecast looks like and how we can best strike a balance between the Christmas music fans and those who feel it's too early," Cook said. "Regardless of when we switch, some people say, 'You'll lose a lot of listeners,' but the reality is any station that plays all-Christmas will see an increase in their ratings."

Precisely 365 days ago, first WTRV-FM (100.5) followed by WSRW-FM (105.7) also switched to Christmas cheer on this date, Nov. 8, 2012.